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Media companies Sign On For New Talent Rating Service

17 Jan, 2002 By: Hive News

A new service from a Los Angeles-area polling company promises its clients it will "rank celebrities with a level of detail and insight never before seen in talent ratings."

E-Poll's new E-Score talent scoring service expands on celebrity like/dislike scales, with measures of ‘face only' and ‘name only' recognition scores, 30 personality attribute qualifiers and open-ended questions consumer respondents may rate.

So far, ABC TV, CBS, NBC Entertainment and Warner Bros. Corporate Media Research, have signed on for the service.

Unlike traditional celebrity ranking techniques, E-Score addresses the fast-changing tides in today's talent pool -- where a face might be more recognizable than a name and consumer perceptions and preferences are more dimensional and changeable. E-Score's list of 30 attributes ranges from the more concrete "funny" and "attractive" to the more complex "can identify with" and "over-exposed." Each celebrity in the E-Score database is ranked up to four times annually for the most accurate, up-to-date ratings. And, E-Poll's E-Score service leverages the power of the Internet to its clients' advantage, using it's own nationally representative panel that allows talent rankings to be done both affordably and quickly – with the ability to provide instantaneous feedback on any celebrity.

E-Score's proprietary The Edge subscription service gives clients online, round-the-clock access to database of custom and syndicated research. The service lets clients sort E-Scores based on different attributes and rankings, effectively creating their own dynamic database of celebrity ratings, customized to their needs and interests.

"Working with our development partners (which include 20th Television, A&E Television

Networks, Carsey-Werner-Mandabach and Warner Bros. Domestic TV Distribution), we've spent the better part of a year fine-tuning the E-Score methodology to ensure it is the fastest, most powerful, informative and cost-effective talent scoring service available," says Gerry Philpott, E-Poll president and CEO. "With E-Score, we've taken traditional talent scoring methodologies many steps further to account for name/face differentials, define stars' unique qualities and solicit more insightful, qualitative information about celebrities via open-ended questions on each celebrity."

E-Score offers a database of 400 celebrities and plans to increase it to more than 1,500 by June.

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